Communicating Health news and Information

Case analysis of digital health stratergies of three major networks :

ABC, CNN and CBS

Rajiv K Krishnaswami

Introduction• Millions of Americans turn to the Internet for

medical information.• 59% of all adults, have looked online for

information about any of 15 health topics.• 9% of social network users, or 4% of adults, have

started or joined a health-related group on a social networking site.

• 25% of Internet users have watched a video online about health or medical issues

• Among cell phone users, 10% of males and 8% of females have used a software application, or “app” on the phone, to help them track or manage their health

• Mass media such as television still popular with certain groups of people especially the older population and certain communities.

• Major networks have had to rethink their stratergy about communicating health news and information.

• Three major American Networks

- ABC - CNN

- CBS

• Comparing the full portfolio of these networks with regard to communication of health news and information.

SWOT analysis STRENGTHS

-Uncomplicated design - -Easy to Navigate

- Integrated with Facebook and Twitter

- Mobile app easy to use & navigate

-Strong media personality

WEAKNESSES

- No Separate FB page for ABC health

-Make the website page more appealing

OPPORTUNITIES

-Website more appealing

- Without ads

-Links to Preventive care and other resources

THREATS

- Lot of competing networks with Similar information

- Lot of misleading information available on the internet.

SWOT analysis STRENGTHS

-Easy to navigate website

- Strong presence on Facebook and twitter

- Celebrity chief medical correspondent

- Mobile app simple and easy to use

WEAKNESSES

- Mobile app with random errors

OPPORTUNITIES

- Integrate Facebook and Twitter on their main website page

THREATS

- Lots of information,available on the internet

- Most major network have similar portfolios.

SWOT analysis STRENGTHS

- Fairly easy to navigate website

-Good presence on FB and twitter

WEAKNESSES

- Crowded main web page

-Lots of advertisments and links to non health related news items

-Mobile app full of pop up ads, difficult to navigate

OPPORTUNITIES

- Integrate Facebook and Twitter on their main website page - Main web page more user friendly

THREATS

- Competing networks provide very similar services.

- Information overload on the internet and mass media

• Thank You

• Any Questions?